Marketing is viewed as a dynamic process designed to achieve distinctive strategic competitive and global advantages. This is accomplished through value-added activities designed to curtail and sustain long-term customer satisfaction and relationship. Marketing Management is the art of optimal manipulation of the marketing mix to achieve business goals. It encompasses activities such as demand creation and stimulation, product positioning, product differentiating and brand management among several other activities. All these activities involve planning, analysis and decision-making.
In today’s fast-paced world, marketing has become more complex. Changes in technology, consumer and business needs as well as increased globalization pose new challenges for marketing firms. These trends have made marketing firms more aware of the necessity for careful but speedy analysis and decision-making. The implication is that marketing management as a field of study has become more important. This course is thus geared towards providing an understanding of the rationale for making decision from a management perspective. Especially, the course aims at providing a framework for making decisions which are logical, but do not undermine creativity. To meet these and other goals, the course would require the integration of theory and practice. It is hoped that through the course, students will be adequately equipped to appreciate the value of marketing management in business.
- Teacher: Edwin Echu